In recent years, Amazon has gone from a tech industry
darling to public enemy No. 1 in many independent businesses' and
Americans' eyes.

Gaines says that she respects Amazon and would "die" without the
company (Fish's Eddy both orders basic supplies from the
ecommerce giant and
sells some products on the site). However, shoppers'
increasing reliance on Amazon can take business away from other
retailers,
large and small.

"Things have been tough for us because everyone stays home and
orders online," Gaines said.

Even a rumor that Amazon is entering a new industry can send
stocks plummeting, as Zillow's
did in July following whispers that Amazon is building a
real estate service of its own.

Once Walmart was the villain to end all villains when
people complained about the trials and tribulations of being a
small business owner. Now, as Amazon gains power, it
is increasingly taking on that role.

Small business owners across the country have been searching
for something — anything — that will help them compete
against Amazon.

"I own a store that sells high-end kitchenware. People have
always window shopped here, but more and more I find them
inquiring about the price and some are even so bold as to tell me
that they need to know for when they go home and buy it on
Amazon," one person recently wrote into
USA Today's 'Ask an Expert' column. "What is a shopkeeper to
do?"

Still, Fish's Eddy says that there are reasons to hope for the
future.

Gaines says that she believes that shopping in stores is still
the great American past time. Plus, the sale that the "F*ck
Amazon" sign was advertising was a success — indicating that at
least some New York City shoppers have their own frustrations
with the ecommerce giant that convinced them to walk through
Fish's Eddy's doors.